If you’re wondering where to start with Māori fashion and why it even matters, Hinenuitepūweru (an underqualified, overthinking, serial yapper on Māori Fashion over on @na_teatua) has got you.
Words by Natua Kaa-Morgan @na_teatua
Now I’ll say this with my chest – your fashion choices are powerful.
Every purchase you make, whether intentional or unintentional, reflects your endorsement of a label or designer’s values, people, or systems that they uphold.
Yeah, that outfit you threw together, that coat on your wishlist, that “pile of stuff” in your wardrobe really is that deep (…Andrea).
Hence why I invite you to understand that choosing to wear Māori Fashion has the power to act as a means of solidarity, allyship, belonging and connection to Aotearoa New Zealand.
Supporting Māori fashion not only fills your wardrobe with distinctly indigenous pieces but also supports a distinctly indigenous worldview.
It says to designers who centre whakapapa, whenua, te reo Māori, political climates and intergenerational thinking that their ideas, their designs and their practices are meaningful.
It chooses to showcase garments that have been imbued with rich historical narratives that are specific to Aotearoa.
It is a soft but undeniable voice of solidarity to Māori through clothes.
This can extend into means of allyship from non-Māori because every time someone opts into Māori brands over international brands, Māori designers are directly supported to continue creating within unique indigenous frameworks that honour cultural, creative, social and economic needs.
That Kiri Nathan dress or that Campbell Luke blouse you invested in helps maintain the right for Māori design to be expansive within an industry that may seek to box it into “cultural wear”.
That bespoke Courtney Marama ring or handmade-to-order For The People Coat supports Māori crafters to resist the tired assumption that their design sits somewhere below global or Western design standards.
That one blue… “actually cerulean” handknitted balaclava by Ahuru Knitwear may not represent “Millions of dollars and countless jobs”, but it represents one designer who can put literal clothes on their back by simply being true to who they are through their work.
And finally, what better way to connect to Aotearoa but by connecting with the creative musings of the very tāngata whenua or people born of Aotearoa.
There’s an alignment that happens between the genealogy of the garment, the genealogy of the place you’re standing in and you.
When your skin is in contact with craftsmanship that quietly connects you to this word renowned natural landscape via. the artistic references, the materials used, the Māori name bestowed upon the product, or the ancestral thoughts behind it — you absorb the very energy or mauri of this landscape.
You belong, you connect and you honour.
So the next time you’re deciding where your money goes, what to style it with, or how to be more present to this place you call home – consider Māori fashion.
Instead of thinking “it has nothing to do with you”, consider that maybe, the sweater you wear could in fact be chosen by the very people in this room / of this land.
…And because I’ve got your back, here’s a little Māori Fashion Cheat Sheet to get you started.
Hinenuitepūweru’s Māori Fashion Cheat Sheet
Streetwear
- ARDC — Premium denim, quality staples
- Hori Clothing — Political, witty, walking artwork
- Nichola — A range, Māori language and pattern details
- Miriama Grace Smith — Boundless creativity, contemporary designs
- Kwest — Cool af, for the culture
- Taiea — Unique, inspired by Mana Motuhake
- Lineage — Whakapapa imbued, unisex streetwear
Contemporary & Elevated
- Kiri Nathan — Quality, natural, unique, timeless
- Manaaki — Steezy menswear, womenswear coming soon
- Hunaarn — Garments with detail, structure, flare
- Waiapu Road — Feminine womenswear, many occasions and body types
- Kaistor St — Mature, soft womenswear
- Jeanine Clarkin — Unique range, blends couture and streetstyle
- Adrienne Whitewood — Indigenous designs, everyday styles
- Stirling Collective — A small range, thoughtful womenswear
- Dame Whina Cooper — Storytelling, dresses, tees, blouses, skirts
- Nōku Kākahu — A bit of everything, political pops
- Pania Greenaway — Sleek, premium designer
- Tuihana Ohia — Upcycled, handsewn, funky
Artisanal, Handmade or Custom Made
Modern Spin on Traditional Māori Wear
- Shona Tāwhiao — Innovative shape, exceptional rāranga (traditional weaving)
- Kiri Nathan — Rāranga statement pieces, taonga Māori jewellery
- Samsara Jade — Ethereal, blends rāranga and silk
- Atarangi Anderson — Rare garments, made from traditional Aute tree bark
Kidswear
Accessories
- Courtney Marama Jewellery — Handmade, bespoke jewellery
- Avara Studios — Handcrafted, innovative jewellery
- Rerehua Boutique — Contemporary, relevant jewellery
- Tahana Jewellery — Contemporary, relevant jewellery
- Nichola — Earrings for every occasion
- Noa Blanket Co — 100% NZ wool, NZ made, luxury blankets
- Awhi Company — 100% Recycled Plastic, luxury blankets
- Konei X Aritaua — Silk and satin scarves
- Holland Hats — Bespoke, handmade hats
- L.Eyes Co. — A whole range, sporting Māori designs
- F.O.S — A whole range, sporting Māori designs
- Āhuru Knitwear — Handknitted merino, NZ Wool pieces
Natua Kaa-Morgan (Ngaati Whanaunga, Ngāti Pūkenga ki Waiau)